Adapting to change david brewer

Media Evolution
Adapting to the challenge
David Brewer's guest lecture for Ukrainian journalists in Kyiv
Nov 16-17, 2009

Organized by Internews Ukraine and the European Journalist Center within Medianext, a New media Initiative for Ukraine

© Media Ideas International Ltd 2009

Media Evolution
Changing audience behaviour

The broadcast/publish at model

Traditional model

The engage with model

The participate in model

Nine hours looking at a screen
Only 1.5 of those hours are TV
Remainder computer, games and mobile devices.

Snacking on rumourFeeding on fact

Following the audience
Engaging and embrace

Gate crashing the party

Creating a content factory
Platform neutral

What can media offer?

Sources
Intake & Output
Resources Manager
Intake Editor
Radio Editor
All key editorial decisions are taken here
Newsroom Secretary
TV Editor
Print Editor
Planning Editor
Interactive Editor

Sources
Production
TV
Print
Radio
Interactive
Intake & Output
Resources
Manager
Work Flow
Back to Super desk
IntakeEditor
Radio
Editor
All editorial decisions made here
Secretary
TV
Editor
Work Flow
Out to production teams
I/A
Editor
Planning
Editor
Print
Editor
Output

Roles and responsibilities
Who does what and why

Intake editor
The eyes and ears of the news organisation
Alerts all to external sources
Monitors competition

Output editor
Quality control of all output
Defender of the brand's reputation
Accuracy, impartiality, balance, fairness and truth

Forward planning editor
Owns the forward planning schedule
Ensures stories are followed up responsibly

Resources manager
Ensures there is no duplication of effort
Manages all resources for maximum impact.

Intake & Output
Resources
Manager
IntakeEditor
Radio
Editor
Secretary
TV
Editor
I/A
Editor
Planning
Editor
Print
Editor

The challenge
Reaching new audiences
With a compelling content offering
Dealing with their concerns
Respecting the values they hold dear
Created from existing resources
Delivered to every platform/device
In a way that generates revenue.

Creating an online offering
From existing resources

Website measurements
Bounce

Churn

Retention

Dwell

Minimalist high-impact offering
Less is more

Media Business
Sales
&
Marketing
Editorial
Proposition
Target
Audience
Values

A minimalist website

Important
Not all stories need to go online
Offer a minimalist but rich offering of only the top stories and features
Don’t try to do everything
Start small and grow
It’s all about sustainability.

Workflow
Morning meeting decides top stories for web based on
Target audience
Ability to add value
Opportunity for interactivity
Possibility of video

Work out a daily quota
One top story
Three secondary stories
One feature
One poll or vote
Think value to the audience, shelf-life and whether the story makes excellent reference material.

Weekend cover
Small staff, perhaps just one
Only the top story
No video
No clips
No features
A look back at the week’s top stories and a look ahead to events coming up.

Work ‘as live’ for two weeks but do not display to the public
When the systems prove to work, the quality is good and the workflow is sustainable, make it visible to the public

After two weeks

Remember, if you launch this way the stories you choose to do must
Have a long shelf-life
Be stories you would want to archive
Likely to be revisited and referenced in future

Keep it simple
Question of the day
Call to action
Interactivity
Vote or Poll
Story 1
Story 2
Story 3
Story 4
Video of day

End of 2009 = 25m active users
End of 2010 = 100m active users
End of 2013 = 1bn active users
Wired Magazine November 2009

Influence
find more followers
make a few more friends
engage others in conversation
get others to engage you in conversation
write more frequently
convey more "signal" in your updates

Signal
References to other people - use of "@" followed by text
Links to URLs you can visit
Hashtags - "#" followed by text
Retweets of other people, - the use of "rt", "r/t/", "retweet" or "via“

Generosity
“Astonishingly high" based on retweeting other people 54 times in the last seven days.

Velocity
“Low" based on your publishing 81 updates in the last seven days.

Clout
“Very low" based on your being cited 90 times in the last seven days.

Adapting to the challenge

Sources
Production
TV
Print
Radio
Interactive
Intake & Output
Resources
Manager
Work Flow
Back to Super desk
IntakeEditor
Radio
Editor
Secretary
TV
Editor
Work Flow
Out to production teams
I/A
Editor
Planning
Editor
Print
Editor
Output

Keep it simple
Question of the day
Call to action
Interactivity
Vote or Poll
Story 1
Story 2
Story 3
Story 4
Video of day

The participate in model

Final thoughts
Is there a middle ground yet to be populated
Making sense of the noise
Structured and focused
Issue-led, people-focussed journalism
That informs the public debate
So that people make educated choices

Contact details
Media Helping Media & Media Ideas International Ltd
David Brewer runs Media Helping Media www.mediahelpingmedia.org to help media in transition and post-conflict countries and areas where freedom of expression is threatened.
His business site is Media Ideas International www.mediaideas.co.uk
He tweets @helpingmedia and @mediaidas.
MediaNext
MediaNext has a blog on LiveJournal - medianext_ua
And is on Twitter - @medianext_ua

Adapting to change david brewer

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